If Publicis really buys Razorfish

Although at this point it is all rumors, it would be very strategic for Publicis Groupe to acquire Razorfish. In fact, with Digitas on the roster, it could make Publicis one of the best positioned holding companies when it comes to digital. And as we go more and more digital, having two of the top digital agencies in its roster will give it an ideal positioning against other holding companies in this space.

Razorfish has long been a strong player in the digital space and has done create work for clients like Mercedes, Starwood Hotels and Washington Mutual. I remember a talking banner ad for WaMu that won the hearts of the industry a year or so back.

It makes sense for Microsoft to get rid of Razorfish, because, afterall Microsoft is a publisher (a seller of impression) and owning an agency (a buyer of impressions) could create a conflict of interest.

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